Ads feature images of male couples kissing, caressing, and posing together will be displayed in almost 100 stores across 22 countries—though not Russia or the United Arab Emirates—as well as on social media and billboards.

Not everyone is thrilled about the inclusive campaign, though: After Suitsupply posted images on Instagram yesterday, it reportedly lost more than 14,000 followers.

Suitsupply CEO Fokke de Jong admitted the ads might not go over so well everywhere.

“We do believe there is potential for negative impact, especially in countries where we have a significant presence, that are known for contrasting viewpoints,” said de Jong. “[But] the attraction between people is an important part of fashion advertising. A campaign featuring the attraction between men was long overdue and particularly relevant for our brand.”

PRNewsfoto/Suitsupply

Founded in 2000, Suitsupply offers custom and off-the-rack suits, shirts, ties and knitwear. The brand is headquartered in Amsterdam with U.S. offices in New York.